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Attracting Young Professionals-Part 1

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Young professionals are the fastest growing professional
demographic around the world, yet they are often
underrepresented in Rotary clubs. Attracting young
professionals to the world of Rotary requires some
understanding of what they are looking for when it
comes to service organizations. This session will review
recent research and discuss strategies for attracting
young professionals to volunteer and to join service
organizations.

Published in: Government & Nonprofit
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Attracting Young Professionals-Part 1

  1. 1. 2014 ROTARY INTERNATIONAL CONVENTION Attracting Younger Professionals – Part 1 Presented by RI Director Mary Beth Growney Selene
  2. 2. RI Director Mary Beth Growney Selene – Joined Rotary in 1987 at the age of 32 – District Governor 2000-2001 – Regional Rotary Foundation Coordinator 2006-2009 – Rotary Coordinator 2010-2013 PRESENTER INFORMATION
  3. 3. • 90 percent of Rotary members are age 40 and older ROTARY FACT Rotarians 39 years of age and under Rotarians 40 years of age and older
  4. 4. • Worldwide research conducted from 2007-2010 with independent research companies • Additional focus groups conducted as part of the Young Professionals Campaign in fall 2013 RESEARCH BACKGROUND
  5. 5. FOCUS GROUP TOPICS
  6. 6. • Clubs must change their culture – Social media, marketing and advertising efforts are important, but clubs must be open and willing to make changes necessary to attract younger members • Focus on engagement, not just recruitment – Engaging prospective members and current members in a club is an ongoing process – Clubs should build the relationship before asking prospective members to join • Open service projects – Invite non-Rotarians (including Rotaractors, Interactors, and Rotary alumni), family, and friends to participate in club events to maximize impact and expand community awareness KEY FINDINGS
  7. 7. KEY FINDINGS 1. Younger professionals are similar to older prospects in attitudes but not in needs.
  8. 8. KEY FINDINGS 2. The image of Rotary is outdated and uninviting.
  9. 9. PERCEPTIONS ABOUT ROTARY FROM NON-MEMBERS
  10. 10. KEY FINDINGS 3. Rotary’s identity is unclear.
  11. 11. KEY FINDINGS 4. Rotary’s value proposition is unclear.
  12. 12. KEY FINDINGS 5. Overall interest in joining Rotary was low, even after learning about Rotary.
  13. 13. The most immediate opportunities for change are at the local club level: • Challenging tasks • Flexible scheduling • Family-friendly planning and events • Unstructured and modern ways to organize KEY FINDINGS
  14. 14. STEPS TO ATTRACT AND ENGAGE YOUNGER PROFESSIONALS TAKING ACTION IN YOUR CLUB
  15. 15. • Does your club create a welcoming atmosphere for younger professionals? • Are your club’s fees a barrier for younger professionals interested in joining your club? • Do your service projects involve families? • Do younger professionals hold leadership positions in your club? STEP 1: SELF-ASSESSMENT
  16. 16. Ask Rotaractors and other younger professionals in your club to share their perspectives • Are there any Rotary traditions in your club that were hard to get used to? • Do you feel comfortable inviting friends and family members to Rotary activities? STEP 2: PEER AND GROUP ASSESSMENT
  17. 17. • Make your clubs family friendly • Allow members to bring their children to meetings • Involve children in service projects • Consider changing your meeting time or format • Meet at a time that is convenient for members with families • Try less expensive meal ideas like, meeting for coffee, bringing bagels, or even a potluck • Create a satellite club for younger professionals STEP 3: MAKING CHANGES IN YOUR CLUB
  18. 18. • Establish a structured orientation program • Assign an active veteran mentor to new members • Introduce each new member to current club members • Inform new members about special meetings or Rotary social events held throughout the year STEP 4: ORIENTATION
  19. 19. • Ask them if they are interested in serving on a committee • Make sure that your club’s service projects are active and interesting • Obtain feedback from new members on club processes, service projects, and speakers STEP 5: ENGAGING YOUR NEW MEMBERS
  20. 20. • Create new or modify existing events that are specifically aimed at younger professionals in your community (i.e., happy hour) • Encourage new members to invite friends, family, and peers as guests STEP 6: ONGOING RECRUITMENT OF YOUNG PROFESSIONALS
  21. 21. QUESTIONS? Today’s Panelists: • Jennifer Deters, Manager, Membership Research & Programs • Nicole Hayden Jones, Senior Coordinator, Membership Resources & Support
  22. 22. 2014 ROTARY INTERNATIONAL CONVENTION Register for upcoming webinars and access recordings of past webinars at www.rotary.org/webinars

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